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Branding used to be associated just with product marketing, now that's no longer the case. Countries, regions, states and even cities around the globe are looking to develop images and identities for themselves. This is living proof of globalization, where everywhere in the world is competing for investment and tourist dollars.

There are number of notable recent efforts and debates on this issue. The most significant, in light of recent political events, is branding the face of American business overseas. Although American companies overseas can benefit from a weaker dollar, the rise in anti-American sentiment has become a barrier. A new pressure group called Business for Diplomatic Action formed this year to inform companies about the state of anti-Americanism and what to do about it.

background from the wall street journal on the issue

business for diplomatic action's website (under construction)

james wolcott of vanity fair on troubles with brand america

America is not alone as a country in brand trouble. South Korea has been struggling trying to carve out a point of differentiation over neighbors Japan and China. South Korea's own research revealed the extent of the problem; the country had either a negative or no image in many regions of the world.

south korea struggles with image

Then there's Canada, a country that, for decades, has been struggling to forge an identity from the shadows of its giant neighbor.

walrus magazine debates canada's role on the world stage

States are even getting into the act. Last week, Kentucky announced the final approved slogan and identity for the state. In a unique program, the state allowed residents and non-residents to vote for their favorite. The winner, "Kentucky Unbridled Spirit".

kentucky's vote winner

It seems obvious the geographic-based branding will continue to thrive as the full force of globalization sets in. The challenge for participants will be to understand their objectives and goals: does tourism drive the country image or does business? or both? How do they avoid problem of adopting "sound bite strategies" that quickly become cliche, as with Britain's "Cool Britannia" effort.

A final word, a counter-point to the argument that highlights the problem of reducing country to a brand level:

my country isn't a brand, from design observer